BEYONCÉ AND NINTENDO EXPAND PARTNERSHIP TO PROMOTE FASHION AND FUN IN 2010

Jan. 12, 2010 - Fans of Nintendo's fashion-themed Style Savvy™ game for the Nintendo DS™ and Nintendo DSi™ systems will have access to some hot new designs this year, thanks to an expanded partnership between Nintendo and renowned entertainment icon Beyoncé. Style Savvy players with broadband Internet access will soon be able to download five designs from the real-life Deréon clothing line co-created by Beyoncé and her mother, designer Tina Knowles. As managers of their own virtual boutiques, players can incorporate these chic Deréon fashions as they create one-of-a-kind looks for their in-game clientele.

"Style Savvy is all about creativity and fashion, both of which are really important to me," says Beyoncé. "I love that I get to become a stylist and take over my own boutique, and it's so much fun to see some of my Deréon designs added to the mix."

Beyoncé has fun during filming of two upcoming commercials for Style Savvy, a new fashion game for the portable Nintendo DS and Nintendo DSi, in Long Island City, New York. Five designs from the real-life Deréon clothing line co-created by Beyoncé and her mother, designer Tina Knowles, will be available for download in Style Savvy in the coming months. (Sarah McColgan for Nintendo)

The burgeoning partnership between Nintendo and Beyoncé began in 2009 with a memorable ad campaign for Rhythm Heaven™, a music-themed game for Nintendo DS and Nintendo DSi. Known for her innovative sense of style, the talented musician and actress is an apt spokeswoman for the imaginative, fashion-forward fun of Style Savvy. Fans will get a unique glimpse into this relationship with the launch of two new Style Savvy TV spots starring Beyoncé, both scheduled to begin airing on Nickelodeon the week prior to this year's Nickelodeon Kids' Choice Awards and during the event itself.

After launching in November, Style Savvy enjoyed a warm reception among holiday consumers, giving fashion buffs and female gamers of all ages a remarkable new way to experience the portable fun of Nintendo DS and Nintendo DSi. Beyoncé's upcoming promotional efforts and downloadable Deréon designs are set to sustain the game's momentum well into 2010.

Beyoncé is surrounded by other actors as she shoots two upcoming commercials for Style Savvy, a new fashion game for the Nintendo DS and Nintendo DSi. Five designs from the real-life Deréon clothing line co-created by Beyoncé and her mother, designer Tina Knowles, will be available for download in Style Savvy in the coming months. (Sarah McColgan for Nintendo)

Style Savvy invites players of any age to express their individual sense of style by managing a virtual clothing boutique. Choosing from more than 10,000 items in a wide variety of styles, designer labels and price points, players can create distinctive looks to satisfy customers with various tastes and budget constraints. Using the simple controls of the hand-held Nintendo DS or Nintendo DSi systems, players can enjoy Style Savvy anytime, anywhere.

For more information about Style Savvy, please visit www.nintendo.com.

NEW NINTENDO DS GAME HELPS YOU PUT SOME STYLE IN YOUR STYLUS

Style Savvy Lets Players Run a Clothing Boutique and Style Customers with Creativity and Flair

REDMOND, Wash., Nov. 2, 2009 – Nintendo's new Style Savvy™ video game puts you in the role of the manager of a chic clothing boutique. Your customers look to you to help find cool outfits that match their style while staying within their budget. The game, which launches today exclusively for the portable Nintendo DS™ and Nintendo DSi™ systems, blends elements of fashion smarts and business know-how with the fun of finding ways to help people look their best.

"Style Savvy inspires players to help customers express their style and creativity, all while managing a store, including budget and inventory," said Cammie Dunaway, Nintendo of America's executive vice president of Sales & Marketing. "The game includes more than 10,000 clothing items, shoes and accessories, which invite endless creative possibilities."

Style Savvy includes 16 different in-game designer labels, each with its own distinct style and price point. The customers who visit your shop have different personalities, needs, interests and budgets, and it's up to you to make them look their best in your clothes so they come back for more.

Once your store collects enough money, then it's time for you to go shopping to replenish your stock. You'll find different clothing options and styles available at various times of the year, as the game adapts to the change in real-world seasons based on the calendar settings of your Nintendo DS or Nintendo DSi system.

If you make a local wireless connection, you can invite up to three friends who have Nintendo DS or Nintendo DSi systems and copies of the game to compete in a fashion runway contest to see who has the best eye for fashion. If two players have the Style Savvy game, and are within 30 feet of each other, they can connect their Nintendo DS or Nintendo DSi systems locally to visit each other's stores.

To celebrate the launch of Style Savvy, Nintendo held a fashion challenge and runway show on Oct. 29 at JCPenney in Manhattan. Ten mother-daughter teams competed to see who had the savviest style. Virginia F. and her daughter, Dontaya M., of New York walked away with the grand prize: a $500 JCPenney gift certificate, a gift bag from Sephora, two Nintendo DSi systems, two copies of Style Savvy, and clothes and accessories from the event.

Denise Kaigler, left, of Nintendo of America, fashion designer Charlotte Ronson, center, and Cynthia Maxwell, right, of JCPenney, judge a runway competition at Nintendo's Style Savvy "Fashion Fest" at JCPenney Thursday, Oct. 29, 2009 in New York. Style Savvy for Nintendo DS and Nintendo DSi launches Nov. 2 and features downloadable items from Charlotte Ronson's fall 2009 collection. (Jason DeCrow/AP Images for Nintendo)

Heidi Ruedas, left, and her daughter Roxanna, both of New York, participate in a runway competition at Nintendo's Style Savvy "Fashion Fest" at JCPenney Thursday, Oct. 29, 2009 in New York. Mother-daughter teams modeled fashionable styles that they selected within a set budget, similar to the challenges in the upcoming Style Savvy video game, which launches Nov. 2 for the portable Nintendo DS and Nintendo DSi systems. (Jason DeCrow/AP Images for Nintendo)

Angelique Rivera, of Ridgewood, N.Y., participates in a runway competition at Nintendo's Style Savvy "Fashion Fest" at JCPenney Thursday, Oct. 29, 2009 in New York. Mother-daughter teams modeled fashionable styles that they selected within a set budget, similar to the challenges in the upcoming Style Savvy video game, which launches Nov. 2 for the portable Nintendo DS and Nintendo DSi systems. (Jason DeCrow/AP Images for Nintendo)

Mother-daughter teams celebrate following a runway competition at Nintendo's Style Savvy "Fashion Fest" at JCPenney Thursday, Oct. 29, 2009 in New York. Mother-daughter teams modeled fashionable styles that they selected within a set budget, similar to the challenges in the upcoming Style Savvy video game, which launches Nov. 2 for the portable Nintendo DS and Nintendo DSi systems. (Jason DeCrow/AP Images for Nintendo)

Style Savvy players will also be able to access Charlotte Ronson Designer Downloads created by top designer Charlotte Ronson. Players with wireless broadband Internet access will be able to download items from her fall 2009 line directly into the game. It's yet another way that Nintendo gives consumers the tools to completely customize their video game experiences.

For more information about Style Savvy, visit www.StyleSavvyDS.com.